After a market-wide dip last year, the baby and parenting retail space is back with a boom. Average organic visibility increased by 49%, meaning many brands have had a growth spurt over the last 12 months.

But we know visibility is not everything, which is why we track technical health, brand authority, trust signals, and search trends to understand who is performing and why. Below are the highlights we think mattered most this year.

• Average market visibility is up 49% year-on-year.
• tommeetippee.com has broken into the top 3, climbing from position 5.
• Fastest visibility growth: mamasandpapas.com and elc.co.uk.
• Brands that have stagnated: kiddies-kingdom.com and trendy baby.co.uk.

With growth returning across the board, the gap between brands is now less about whether demand exists and more about who is earning it. The winners are pairing strong category coverage with solid site fundamentals and clear trust cues.

What this means: If your visibility is flat while the market is rising, you are likely losing share, even if your absolute traffic looks stable.

Download The Full Report

How search has shifted in the online baby product industry

This year has seen noticeable drops for previously highly searched baby clothing terms, which may reflect tightened budgets and non-traditional shopping journeys.

One standout is “goat milk formula”, up 64% with around 2,600 monthly searches. It is a useful indicator of alternative parenting choices and emerging sub-markets within traditional essentials.

Key insight: Trends are useful, but essentials build trust. If you cannot win on the basics, it is harder to convert the trend traffic when it arrives.

Keyword opportunities to watch

We look at demand and competitiveness to identify terms that could bring traffic and are realistically winnable with the right targeting.

To see the full keyword set, competitiveness scoring, and seasonality notes, download the complete report.

Download The Report

Page speed winners and losers

Page speed impacts rankings and user experience. In a mobile-first category, slow pages can quietly tax conversion, especially on product listing pages and comparison journeys.

Why it matters: When the majority of sessions start on mobile, weak mobile performance can significantly reverse gains you have made in content and rankings.

Brand awareness: the most popular (brand) names 2024

Brand demand shifts just as much as keyword demand. Established social-first names still perform strongly, but the most interesting movement comes from brands that have found a niche and are turning it into rising search interest.

• Kendamil is up 14%, aligning with the rise in alternative formula interest.
• Clair de Lune is up 33%, with bassinets in the spotlight.
• PatPat has seen a 47% decrease in brand searches despite strong social reach.

Action point: If engagement is not translating into brand searches, the gap is usually message clarity, attribution, or missing mid-funnel pages that capture and convert curiosity.

Our key takeaways

1. Protect the essentials. Build trust and conversion flow for core categories like formula and sleep before chasing trend spikes.
2. Make your mobile experience unmissable. Faster PLPs and PDPs compound SEO and CRO gains, especially when comparisons happen on the go.
3. Target the winnable terms. Headline opportunities like “strollers” are there for brands that build helpful category structure and comparison content.
4. Connect social to search. Ensure social narratives land on pages that rank, answer questions, and capture intent.

Can’t see your brand in the report, or want help decoding the data? Get in touch for a free audit from our SEO team.